IntroductionLately I have been noticing many articles in the shops carrying a name Hello Kitty with the typical oversized-head kitty image. To be quite honest until I started looking for information I did not know anything about this brand, where it is coming from, what is its main product, who is its targeted group, nothing. But it got my attention because I have been spotting the Hello Kitty image on so many different products and in such an amount that I started to feel like it is everywhere and I cannot escape.

This essay is about one Japanese brand, that was invented as a new Sandio´s company design for coin purse that turned into a global brand, presenting her as a western brand and not carrying so much about its origin. Introducing the company secret about such a popularity of Hello Kitty brand – licensing. Starting by introducing the brand and saying few details about its history, continuing by describing the Japanese market and some cultural differences. Naming few categories of products that are available in Hello Kitty design concentrating more on chosen famous brands that decided to provide its good name, quality and prestige to this Japanese cartoon brand.

1. Hello KittyThe reason for this name is expressed in this statement, made by Bill Hensley, marketing director of Sandrio´s company: “Gift-giving is an important part of the Japanese culture. In Ja-pan, ‘Hello’ communicates the idea of open communication. That’s why she was named Hello Kitty.” Since Sandrio´s motto is “Small gift, big smile” it explains very well the statement and the character´s name, as it is all about gifts and making other people happy even with small things. (ICMR, 2007, online). 1.1 History

This Japanese brand Hello Kitty founded in 1974. When we look for more details about this brand, nowadays very famous one, we can found out, that the company is not really associating Hello Kitty with its home – Japan, but with England, where it was “born”. The official story behind this character is as follows: “Hello Kitty was born on November 1st and she lives in London, England with her parents and her twin sister, Mimmy. They have a lots of friends at school with whom they share many adventures. Her hobbies include travelling, music, reading, eating yummy cookies her sister Mimmy bakes, and best of all making new friends. As Hello Kitty always says, you can never have too many friends.” (Sandrio.com, 2011, online). Hello Kitty is not, as many other characters (Mickey Mouse, Winnie the Pooh, Pikachu, etc.) a cartoon figure. At appeared as mysterious cat, that nobody knew. The reason why she was created was that Sandrio – the company that owns this brand, needed a new motive to use for their change purses. Back into 1970s Hello Kitty was originally used on popular little merchandise – toys and stationary like coin purses or pencil boxes and other small gifts targeted at small girls – mainly at the age of 4 to 6. And in those days the prices were quite low so it would be affordable for most of the kids. (ICMR, 2007, online). . It was not Yuko Yamaguchi, who created Hello Kitty, but she invented the story of Kitty´s life and since then she has been responsible for this product, and very successful one have to say. She was also responsible to extend the brand to a wide variety of products – clothes, accessories and even electronic goods. Yoko was very...

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...MARKET 4
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